Research On Marketing Strategy Of Financial Product For Shenyang Branch Of Citic Bank

Though the bank financing business in our country has experienced ten years of development,personal banking wealth management business in the product number and size of the surge,varieties also is various,but the problem such as joint-stock bank financial product homogeneity also gradually exposed.Including the risk of back control consciousness weak,the customer after-sales service mechanism is imperfect,single sales channel,and the lack of brand innovation"disease" become a joint-stock bank financial products such as problems in marketing.With later gradually formed the pattern of global economic integration,the competition in the bank financial products sales began to gradually increased,especially some foreign bank financial product innovation intensified pressure for domestic Banks to finance business.Including the recently very hot Internet financial financial products yu 'ebao,WeChat financial management and so on,the domestic joint-stock Banks in the wealth management products market competition pressure is increasing.This paper studies deeply the Citic bank shenyang branch financial product marketing strategy,from the macro and micro environment,consumer demand analysis of the advantages and disadvantages of Citic bank shenyang branch finance products to analyze,and use the market segmentation and marketing theory as the Citic bank shenyang branch financial product made accurate and precise market positioning and market segmentation,and on this basis,for Citic bank shenyang branch financial products suitable to the characteristics of the marketing development strategy.Proposed based on a strong brand advantage of Citic and full licence platform edge,financial enterprise actively to focus on three types of customers,to develop customized product design strategy,customized pricing strategy based on market comparison,online and offline for investment spending habits of multiple channel strategy,and to take care of marketing and promotion strategy of value to spread.Finally,aiming at the design,implementation and control of the marketing plan of the financial products of the shenyang branch of Citic bank,the corresponding improvement Suggestions are given.Work done is helpful to Citic bank shenyang branch in the increasingly competitive financial product marketing set up a new land in the red sea,implementation of the delivery of the headquarters of the indicators,realize the brand promotion of Citic bank,at the same time,also for other Banks and financial institutions in investment product marketing activities.